Why 91% of Visitors Don't Purchase Tickets

A recent study found that 80% of people prefer to book travel on a desktop, even though the vast majority (70%) start the research on their mobile phone.

When consumers do attempt to make a booking on their mobile, 91% will abandon their cart (the eCommerce average is between 65-75%). When asked why, consumers cited the main reason as 'a bad customer experience'.

There are a few obvious non-UX influences here. For instance; they may start the research while out with friends, and book it at home, days later.

To demonstrate how bad they are, I searched for the best-rated US airline (Delta), and attempted to book a flight. 

Strap in, it's about to get bumpy.